View More Projects
All Other Work
Check out some of my past creatives that don't live here on my website.
Social Media Advertising
International Sports Sciences Association (ISSA)
Introduction
The Client
ISSA is a leading provider of online health and fitness certifications, helping aspiring fitness professionals turn their passion into careers.
Industry
Health, fitness, and wellness industry, providing certification programs for aspiring and experienced fitness professionals seeking career growth, credibility, and expertise.
My Role
Senior Graphic Designer
Creative Deliverable
Social media static ads designed to increase course enrollments through paid social channels.
Challenges
Highly Competitive Market
With multiple online certification programs, ISSA needed a way to stand out and capture attention.
Audience Skepticism
Many potential students were uncertain about the credibility and career potential of an online certification.
Performance-Driven Design
Ads needed to be optimized for conversions (CTR, ROAS) while maintaining ISSA’s brand integrity.
Platform-Specific Adaptations
The campaign required optimized variations for different platforms (Facebook, Instagram, Pinterest) while maintaining cohesive messaging.
Creative Approach
Solution
To create a high-performing social media campaign, I developed a strategic design approach focused on audience segmentation, A/B testing, and performance-driven creatives. I used user personas to tailor messaging, ensuring ads resonated with career-driven individuals interested in fitness.
The designs prioritized clarity, attention-grabbing visuals, and catchy headings that resonated with the target audience. A/B testing guided iteration, allowing us to refine visuals and messaging based on engagement and conversion metrics such as CTRs, conversions, and ROAS.
Persona Example
Name
Jason
Age
27
Education
Some college, personal interest in fitness education
Hometown
Miami, Florida
Family
Single, enjoys an active lifestyle with friends
Occupation
Sales rep looking to transition into a fitness career
Problem Statement
Jason is a fitness enthusiast with limited professional experience who needs an affordable, credible certification program because he wants to turn his passion into a full-time career.
Goals
- Earn a certification that will help him land a job as a personal trainer
- Ensure the program is credible and recognized in the fitness industry
Frustrations
- Concerned about online certifications being seen as less credible
- Unsure of the career opportunities available after completion
Moodboarding & Ideating
I explored the visual language of top fitness brands to align ISSA’s messaging with industry expectations. I gathered high-energy, motivational imagery, clean typography, and strong color contrasts that would grab attention on social media feeds. Competitor analysis helped identify gaps where ISSA could differentiate itself.
Conceptualization & Execution
The campaign focused on high-contrast visuals with bold headlines that addressed user concerns (e.g., “Become a Personal Trainer. Get Certified.”). Dynamic layouts and action-driven messaging were integrated to influence the user's decision. Each ad variation tested different headings, colors, and visual styles to optimize performance, ensuring the final creatives aligned with the best-converting formats.
Project Shots
At A Glance
Outcome
Summary
Within the first month of being launched, the campaign successfully increased enrollments by 30%, with strong engagement rates and improved conversion performance. A/B testing allowed us to refine ad creatives that resonated best with different audience segments, leading to a higher return on ad spend.
My Direct Impact
Increased Enrollment Rates
By refining ad creatives based on user behavior insights, the campaign drove more course sign-ups, exceeding projected enrollment goals.
Optimized Performance-Based Design
A/B testing and data-driven iterations improved ad effectiveness, leading to a higher CTR and ROAS across paid social platforms.
Enhanced Visual Identity for Performance Marketing
The campaign established a scalable, high-performing ad template system, allowing ISSA to efficiently create and test new ad variations for future campaigns.
Improved Lead Quality
By designing ads that targeted motivated individuals with clear career goals, the campaign attracted higher-intent leads who were more likely to complete enrollment.